S-mart.pdf

Rethinking Grocery Shopping for Supermarkets List and Locate System

Guide: Prof. Ravi Poovaiah Debasish Biswas

I

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As I grew…

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Over the years…

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Point 1 Supermarket

Kirana Store

Online

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Point 2

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Initial Intention

Information

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Secondary Study

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Emerging consumer segment • 

More Informed

• 

Brand Conscious

• 

Socially Connected

• 

Connected and Empowered

• 

Time Starved

• 

Emerging Affluent

• 

Value Conscious

• 

Online Consumer

Source- RAI, Emerging Consumer Segments in India, Retail leadership summit 2014

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Retail industry in India

Overall Market

Organized Retail

8% Online Retail, 0.5%

Indian Retail Market 2012 60% Apparel

33%

Apparel

Organized Retail Food and Grocery

11%

Food and Grocery

Source- http://business.gov.in/Industry_services/retailing.php

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Why Supermarket Format? Malls

Departmental Store

Food and Grocery

Supermarket

Personal Sale

Speciality Store

Discount Store

Convenience Store IDC,  IIT  Bombay  

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Supermarkets future needs? Supermarket

Technology

• 

Variety under one roof

•  Increasing penetration of mobile internet

• 

Shopping Experience

•  Higher purchases of smartphones

• 

Touch and feel factor

•  Need for ease of shopping

• 

Packaged and uncommon

•  Time and convenience

items

Online Retail

Kirana Store

• 

Variety at one click

• 

Daily day to day items

• 

Shopping in parts

• 

Regional items

• 

COD, search, compare

• 

Personal relationship

• 

No physical stress

• 

Close proximity

• 

Home delivery of items

Source- RAI, Emerging Consumer Segments in India, Retail leadership summit 2014

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Case Studies Localbanya

Kada

Features

Problems

• 

Familiar Information architecture

• 

Waiting of 3-4 days for slots

• 

Delivery slot system

• 

Cannot use order list in future

• 

Product like rice and dal needs to be seen physically

Bigbasket

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Retail technology- BLE devices

Pros

Cons

• 

Granularity of Service

• 

Limited Platform Support

• 

Check-in Coupons

• 

Big-data and Privacy

• 

Proximity Marketing

• 

Removing Corporate grip

• 

Indoor Location Tracking

• 

Abundant Labour force

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Primary Study

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User Study 1- Findings 43%

Majority of users went to supermarket 1-2 times per month

Neutral

24 20 16

Strongly Agree

12 8 4 0

Shopping at Supermarket is considered as time consuming IDC,  IIT  Bombay  

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User Study 1- Findings

List involve items which

Item’s Size and

Users are use to

repeat frequently

frequency of purchase

features of online

help in locating it inside

shopping

store

Shopping time needs to

Smartphone can be used

Use of smartphone for

reduce for repeat items

for giving product

searching items and

insights inside and

getting product insights

outside store

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User Study 2 Primary users

22-25 years, PG

Shopping Process

students 10 Users

26-35 years, Working 06 Users

Stage 1

Stage 2

Stage 3

Secondary users Retailers 02 Users

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User Study 2- Service Blueprint

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User Study 2- Experience map

Thought and feelings

Throughout Journey Towards Supermarket

Emotional experience

Making list

Planning to go

Check-in

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Shopping

POS

Post shopping

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User Study 2- Findings

Visiting supermarket

Repeat users have a

After a point users are

requires planning and

mental map of store but

fatigued and stop

making list

not specific location

exploring

Need for a planner that

Some items require

Reduce effort for

can help in this stage

navigational help inside

repeated activities

store

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Restated Brief Final Needs • 

Need for a list planner

• 

Reduce effort for repeated activities

• 

Use of smartphone to provide product insights

• 

Allow users to search, locate and collect items

Final Goals • 

Provide a decision aid system that works outside as well as at the physical grocery store.

• 

Provide consumers with product insight using which retailers can provide a differentiated experience.

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Ideation

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Make list and reserve items Browse items, favourite them

Family can create list Recommendation based on purchase history IDC,  IIT  Bombay  

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Make list and reserve items

Concern

•  IT infrastructure required from retailer Taking forward

•  Reserve items on list •  List created overtime •  Reduce checkout time •  Giving recommendation

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Click and collect Backend Person collects items

Kiosk for small orders Shop for other items Collect and pay

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Click and collect

Concern

•  Why order at store, order online Taking forward

•  Reduce checkout time •  Reduce effort for basic items

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Interactive Aisle Interactive display

Barcode scanner

Color Tags

Personalised information

Density of item location IDC,  IIT  Bombay  

Shortest path

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Interactive Aisle

Concern

•  Will not work in dense crowd

Taking forward

•  Interactive Navigation

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Smartphone shopping assister

Navigation

List app extension

No scanning In the end IDC,  IIT  Bombay  

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Smartphone shopping assister

Concern

•  Platform limitation

Taking forward

•  Provide a smartphone platform

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Connecting the dots Final Features • 

Reserve items on list

• 

List created overtime

• 

Reduce checkout time

• 

Giving recommendation

• 

Reduce checkout time

• 

Reduce effort for basic items

• 

Interactive Navigation

• 

Provide a smartphone platform

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Visual Design Roboto Slab Roboto Slab Roboto Light Roboto Light Colour palette

Typeface

Platform

• 

• 

•  The UI was developed

Bright colour such as

Roboto is created

orange and yellow is used

specifically for the

to give a sense of

requirements of UI in

excitement and curiosity

Andriod platforms. • 

for Andriod kitkat

Roboto Slab as heading font and Roboto as body font IDC,  IIT  Bombay  

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Persona- Gautam Patel Quick Stats •  26 years old •  Bachelor •  Placed in an IT company •  Recently shifted to Bengaluru •  Shares flat with 3 other friends   About Gautam •  Goes to gym and trying lean diet. •  Goes to a local kirana shop for small purchases. •  Is health conscious, prefers to cook himself. •  Many of the items are only available at supermarket, •  Maintains an items list before visiting supermarket. •  He actively looks for deals in store and takes time to make choices.

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Final Concept: S-mart

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Evaluation Goals of the evaluation

Criteria for recruiting participants

•  From user’s perspective the goals of evaluation is to examine the usability of newly proposed retail solution.

Required participants: 6 (3 male, 3 female)

•  And examine the perceived usefulness of the service,. whether proposed shopping solution is better and more useful than the traditional one.

• 

Age range: 20-30 years old

• 

Smartphone user- advanced beginner, competent performer

• 

Independently living and doing his/her own grocery shopping

• 

High exposure to media and services

• 

Visits supermarket at least once a month.

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Evaluation Introduction

Evaluation Test

Post-test Questionnaire

•  The participants will be given a brief of the application.

•  The user will be asked to perform a no of unfamiliar task.

•  User will be asked to fill a posttest questionnaire, which will use likert scale for rating.

•  The participants will receive an overview of the usability test procedure.

•  Evaluation Criteria: Completed or not, no of tries required to complete the task, time required to complete the task.

•  Participants will complete a pretest demographic and background information questionnaire.

•  Users will be asked to do readaloud while performing tasks.

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•  Users will be asked to rate the features in terms of usefulness and tasks in terms of how easy they were to perform.

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Evaluation Task Task 1. Add a new Grocery list •  100% completion rate •  Make add new list icon more prominent Task 2. Open and navigate through an existing grocery list •  100% completion rate •  What is the use of check-box •  Can I delete other person’s items Task 3. Search and add Tropicana Juice to an existing grocery list •  80% completion rate •  Can I select both supermarkets •  Sort-by menu is not prominent

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Evaluation Task Task 4. Add a juice using the browse category feature •  0% completion rate •  Rename list to browse •  Give a prompt to select which list to add to Task 5. Go back to home screen, open locate feature and locate item in store •  60% completion rate •  What if I have given collect but want to locate later Task 6. Can you find the recommended item during shopping •  80% completion rate •  Discount information about the recommended product

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Post-test Questionnaire Feedback •  The supermarket list feature is overall found to be very useful by all the user, •  Sharable list feature was found very useful by users who are living with other roommates •  The idea of recommended list was not clear with some users •  The basic task of adding items, browsing were found to be easy by the users •  The task of locating list in store was done successfully by all users •  Navigation within store was not fully clear as it was done on a prototype .

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Learnings from project •  Going through the design process from start to finish. •  Different experience from working in group •  You have to be disciplined and stick to deadlines •  Taking design decisions

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Thank you J

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